As managers, we set goals so that employees are crystal clear on their priorities and how to allocate their time.
We need the Player Development (PD) team to balance reactive customer service skills with proactive sales skills; and setting Host Goals is the way to drive this behavior.
If you talk to your Hosts, you will find that they face a daily dilemma regarding how to divide their time between re-actively responding to guests who are on-property and proactively reaching out to valuable players who have not been playing.
Especially if Executive Management voices the opinion that “Hosts should be on the gaming floor and not in their office on the phone”.
Yes, the Player Development Executives and Casino Hosts continue to have, an important role in providing superior customer service for the very best players when they are on-property.
This is ‘reactive’ behavior where the PD team react to the demands and desires of existing customers who have been identified as ‘valuable’ to the Casino and ‘coded’ to the Host.
But the gaming industry has become extremely competitive; States have approved gaming to generate additional tax revenues and Tribal Nations have upgraded to sophisticated casino resorts.
To maintain growth, and to protect valuable players from the competition, Executive Management requires the Hosts to focus on strategies that will:
- Attract and retain new valuable players,
- Maintain and grow existing players, and
- Re-activate players that have disappeared or declined.
To attract, maintain, grow, and re-activate players, the Hosts need to take a proactive approach to monitoring and influencing the behavior of their guests.
Strategic Hosts divide their time between who is here and who is not here.
Hosts need to find out who is not here but should be and reach out to those players to find out what is happening in their personal lives; are they unhappy with a service issue at your Casino, have their financial circumstances changed, or have they been attracted to the competition?
By designing a set of goals that measure all these different efforts and results, you create a framework that enables the Hosts to correctly spread their time and energies across this range of challenges.
Strategic Managers set clear goals and measure results.
What do you include in your budget for next year, to introduce Casino Host goals?
What’s important to remember?